3. Contents – Social CRM
S What is Social CRM?
S The Social Customer
S CRM to Social CRM
S Why Social CRM?
S Case Studies
S How to evaluate Social CRM products?
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4. About Angsuman Chakraborty
S 18 years of industry experience in architecting, leading & developing
enterprise software products for Fortune 500 to Startup companies in USA &
India
S Product & Technical Lead for Extensity Enterprise products like Expense
Report, Timesheet & Travel Plan products, products which lead to very
successful IPO in 2000
S Co-Founder Taragana Inc
S Chief Software Architect at DoubleTwist Inc., Consultant Architect Millipore
S B.Tech (Hons.) IIT Kharagpur, Sun Certified Java Architect
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5. Taragana Inc
S Develop Software Products & Services
S Relaso Social CRM & Customer Support Software
S Machine Translation Products for Blogs
S Gaea Times News Media
S Few Notable clients:
S Invitrogen Inc., Millipore Inc., Merck Pharmaceuticals (all Fortune 1000)
S Scripps Research Laboratories, 720 Inc., Jotmate Inc. etc.
S ABP Group, Keya Seth etc.
S Worldwide customer base (over 2000)
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6. Why Customer Relationship
Management?
S In Peter F. Drucker’s words, the purpose of business is to
create and keep a customer.
S “The ability to successfully manage customer relationships
can be decisive advantage in today’s competitive world.”
– Craig Conway, President & CEO, PeopleSoft, Inc.
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7. Why CRM? - Customer
S Increase customer satisfaction
S Add new customers
S Retain and Increase sales from existing customers
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8. Why CRM? - Relationship
S Relationship with existing customer to
S Retain them as well as cross-sell
S Spur Word-of-mouth campaign of product / service
S Relationship with new prospects
S Increase conversion
S Spur Word-of-mouth campaign of product / service, effectively
creating an unpaid marketing team
S Avoid PR disasters before they happen
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10. Why CRM?
S Shared Information
S Leverage new prospects
S Cross selling
S Analytics
S Record all interactions
S Maintain commitments, even with staff churning
S Legal Compliance (SOX, J-SOX, Bill 198 etc.)
S Business Analytics & Reporting
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11. Legal Requirements
S Key financial processes
S Marketing discretionary spending
S Sales revenue recognition
S Service credits and product returns
S Audit Trail
S Monitoring business activities
S Tracking cost and revenues
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12. Sales
S Tracking, recording and streamlining sales process
S Sales forecast
S Business insights into opportunities, territories
S Workflow automation
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13. Marketing
S Tracking & measuring multi-channel campaigns
S ROI Analysis
S Lead qualification & lead targeting
S Drip Marketing
S Recency – Frequency - Monetary Value Analysis &
Automated Actions
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14. Customer Support
S Increase customer satisfaction by better and standardized
service and processes
S Accept requests by SMS, Email, Phone, Social Media and
process them uniformly with timely notifications
S Track support tickets for analysis and reporting
S Measure & improve resolution & response times
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15. CRM Failures in 2001-2009
Year Organization Failure Rate
2001 Gartner Group 50%
2002 Butler Group 70%
2002 Selling Power, CSO 69.3%
Forum
2007 Economist Intelligence 56%
Unit
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16. CRM Challenges
S Management
S Vision & Strategy
S Support
S Change Agent
S End User Adoption
S Total Cost of Ownership
S Time to implement
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17. CRM Challenges: End User
Adoption
S A well cited study by AMR Research found that even among top
CRM vendors, 47 percent of companies reported serious
challenges with end-user adoption that often put projects in
jeopardy.
S Analysis shows that CRM implementations that do not make
daily tasks more productive for individuals will not see corporate
benefits.
Source: http://www.crmlandmark.com/survey_crmfailures.htm
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18. What is Social CRM?
“CRM is a philosophy & a business strategy, supported by a
technology platform, business rules, workflow, processes &
social characteristics, designed to engage the customer in a
collaborative conversation in order to provide mutually
beneficial value in a trusted & transparent business
environment. It’s the company’s response to the customer’s
ownership of the conversation.”
Paul Greenberg, a leader in Social CRM & Author of CRM at
the Speed of Light
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19. What is Social CRM?
S Social CRM is a business strategy & mindset
S Social CRM is still CRM but evolved to account for new
generation of enlightened customers
S Supported by Technology & Processes
S Component of Social or Collaborative Business
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20. The Social Customer
S Consumes information and learns about breaking news through
sites like Twitter and Facebook
S Learns about new products through social channels and networks
S Discusses about products and services on web and Social Media
S Desires a conversation with the brand rather than one-way ad
messages. Wants brands to listen, engage and respond quickly
S Expects brands to be active in the same social media site that he
participates in
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22. CRM to Social CRM
Mindset Processes Technology Channels Landscape
CRM - Customer facing - Customer life Automating Single view - Individual
employee cycle & supporting of customer relationship
- Centralized - Process business based on - Targeted
Innovation Team centric processes interactions messages
- CRM history generate
Processes value
Social - All employees - Company life Community Multiple - Complex
CRM engage cycle creation both channels relationship
- Customers in the - Conversation internal & complicate network
center of centric externally single view -
innovation cycle - Value Chain of customer Conversation
-do- generates
value
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Modified from : Deloitte Development LLC Slide
23. CRM to Social CRM
CRM SOCIAL CRM
WHO Assigned departments Everyone
WHAT Company defined Customer defined
process process
WHEN Business hours Customers defined
hours
WHERE Defined channels Customer-driven
dynamic channels
WHY Transaction Interaction
HOW Inside out Outside in
Modified from: Chess Media Group Slide Inc.
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24. Why Social ? 18 Use Cases
Marketing Sales Service & Innovation Collaboration Customer
Support Experience
Social Social Sales Social Innovations Collaboration Seamless
Marketing Insights Support Insights Insights Customer
Insights Insights Experience
Rapid Social Rapid Social Rapid Social Crowdsourced Enterprise VIP
Marketing Sales Response R&D Collaboration Experience
Response Response
Social Proactive Peer-to-Peer Crowdsourced Extended
Campaign Social Lead Unpaid Roadmap Collaboration
Tracking Generation Armies
Social Event
Management
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25. Case Studies
S AFTER STEAZ: When an organic tea company started talking
on Facebook and Twitter about why teas that are organic matter,
consumer listened. In fact they not only listened, they bought the
product and sales doubled. When downloadable coupons were
then offered on these social networks, 250,000 were downloaded
and 2,830 tweets were recorded in an hour.
S BARACK OBAMA: Social media campaign for the President on
My.BarackObama.com raised $30,000,000 from over 70,000
personal fund-raising pages, 400,000 blogs, 35,000 groups and
200,000 offline events. Based on approval ratings, it also was
probably the time when trust in the President was highest.
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26. Case Studies
S BEST BUY (Twelp Force) : Best Buy employee
communities grew to 2,200 employees within 3 months and
responded to over 13,000 customers on social networks
answering public questions, concerns, and opinions. The
Twitter feed @twelpforce now counts over 29,000 followers
and the number of questions averages 100-125 per day and
is considered a key value-add by customers and the
company
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27. Case Studies
S DR. VAKSMAN: Local Dentist with five month old dental
practice in San Francisco attracted 320 new clients through social
media presence including Facebook, Twitter, LinkedIn and
YouTube.
S H&R BLOCK: Tax preparation is a highly seasonal business.
H&R used Facebook and Twitter to provide immediate access to a
tax professional for Q&A in the “Get It Right” social media
campaign. The effort secured 1,500,000 unique visitors and
answered 1,000,000 questions for a 15% lift in business versus the
prior year when there was no social media “Get It Right” program
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28. Case Studies
S INDIUM: A company that manufactures special alloys isn’t sexy; neither is
convincing 14 of its engineers to start blogs. But that exactly what the
company does. It increased leads, prospects, conversions and sales by double
digits plus it gave customers the opportunity to know the company’s
employees personally.
S QUICKEN: Launched social community and blogger outreach to build long-
term relationships with future and potential customers and provided free
credit reports/scores, home value report and mortgage recommendations.
Quizzle.com received over 425,000 visits and 70,000 accounts were created
without a dollar spent in traditional advertising.
S Kolaveri Di – 45,542,295 views on Saturday 25th 2012 at 5:15AM
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29. Social CRM for Professionals
S Manage Contacts and Clients
S Automate greetings and reminders
S Bulk & automated communication
S Generate leads online through Social Media & Web
S Create & Manage Targeted SMS & Email Campaigns
S Unified Customer Support through Phone, Email, SMS, Web &
Social Media, with side-effects of increasing brand image online &
increased customer satisfaction.
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30. How to evaluate Social CRM
Products?
S Does it work with any mobile, not just smartphones? Does it work
even without internet access?
S Does it unify communication across multiple regular and social
channels including SMS, Email, Phone, Web, Twitter, Facebook,
LinkedIn and Blog thereby allowing both you and your customer
to communicate via these channels?
S Built-in intelligence. Does it intelligently & proactively fetch
information about your contacts & their business from web &
social media. Does it reduce your daily work by in-built
intelligence?
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31. How to evaluate Social CRM
Products?
S Is it multi-lingual? Can you use the CRM in Hindi or
Bengali etc. in addition to English?
S Does it notify you in real-time what your customers are
talking about your company, your product & services as well
as your competitors and also allow you to respond instantly?
S Does it have a Business Rule Engine & Workflow Engine to
encapsulate your business processes and SLA’s etc.?
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32. Social CRM – SaaS vs Hosted
S Software-as-a-Service
S Zero to minimal upfront cost
S Low monthly cost, proportional to team size; you pay more as
your business grows and vice versa
S No AMC,
S Anytime, anywhere availability
S Automatic Data protection & backup, increased robustness
S Protection against hard-drive crash, virus, worms
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33. Social CRM – SaaS vs Hosted
S Hosted
S Pros
S Installed on your server so greater perception (not reality) of data
security
S Cons
S Installed on your server
S Need to ensure:
S Data protection & backup
S Virus, worms, trojans protection
S Not available anytime, anywhere unless it is hosted on 24/7
connected data center like with a hosting provider
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34. Social CRM - Summary
S CRM & Social CRM has addressable challenges
S Social CRM is a mindset and process, not just technology
S Social CRM today is a requirement, not a luxury for most
business. Social CRM market to surpass $1 Billion in
revenue by 2012 (Gartner Study).
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35. Resources
S Social CRM Presentation at IIFT http://blog.relaso.com/social-crm-presentation-at-iift-slides-in-pdf/
S Review of CRM failures http://pi.vu/GuH
S CRM Success Factors http://pi.vu/Gum
S Social CRM Market Size http://www.gartner.com/it/page.jsp?id=1777938
S Taragana http://taragana.com
S Relaso http://relaso.com
S Blog http://blog.relaso.com
S Facebook page https://www.facebook.com/relasoproduct
S Angsuman Chakraborty http://taragana.relaso.com/profile/angsuman
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